Coding guides for analysis of owned media and user-generated content on TikTok
| Code | Description |
| Owned media | |
| Branding | Whether branding, such as logos, colours, fonts, trademarks or slogans is present, including branding in product images and branded effects (see below) |
| Product images | Whether product images are present, including packaged product images and unpackaged product images where the product is clearly identifiable as the brand’s product |
| Branded effects | Whether a branded effect (eg, stickers, filters or special effects that feature the brand and appear within TikTok for users to add to videos) is present |
| Corporate social responsibility or philanthropy | Whether a statement of an ethical or sustainability standpoint or initiative or partnership with a charity is present |
| Celebrities/influencers | Whether anyone with a media profile or a verified badge (indicating that TikTok has confirmed the account belongs to the user it represents), excluding professional sportspeople, is present |
| Sportspeople | Whether a professional sportsperson is present |
| Children’s characters | Whether a third-party cartoon or character is present |
| Branded characters | Whether a cartoon or character developed by the brand is present |
| Price promotions | Whether a price promotion (eg, promotion of regular prices or promotions of limited time offers, discount menus, 2 for 1 deals) is present |
| Competitions | Whether a competition is promoted |
| Engagement | Whether interaction or conversation is promoted, including promotion of hashtag challenges |
| Branded hashtag challenges | Whether a branded hashtag challenge is promoted |
| Sponsorships or partnerships | Whether a statement of sponsorship or partnership with an event, other brand or organisation is present, excluding any already captured by ‘Corporate social responsibility or philanthropy’ |
| User-generated content | |
| Branding | Whether branding, such as logos, colours, fonts, trademarks or slogans is present, including branding in product images and branded effects (see below) |
| Product images | Whether product images are present, including packaged product images and unpackaged product images where the product is clearly identifiable as the brand’s product |
| Branded effects | Whether a branded effect (eg, stickers, filters or special effects that feature the brand and appear within TikTok for users to add to videos) is present |
| Positive sentiment | Whether the video portrays a positive sentiment (eg, through video content or positive text, emojis or hashtags in the caption) |
| Negative sentiment | Whether the video portrays a negative sentiment (eg, through video content or negative text, emojis or hashtags in the caption) |
| Neutral/unclear sentiment | Whether the video portrays a neutral or unclear sentiment |
Adapted from Vassallo et al and Laestadius et al.18 21